High Street Fashion Chain H&M Launches First Ever Bridal Collection, See Collection here

Conscious Collection

Getting married is getting more affordable from DIY decorations to a wedding gown from a boutique chain.

Brides can now choose from Swedish retailer H&M’s three bridal styles included in its latest Conscious Collection which will hit stores next week.

Vogue reports that the new collection is described as “a feast of lightness and embellishment materialised in dreamy, draped lines, for the bride wanting to be as beautifully dressed as she is conscious.”

The dresses will be in reference to the last three decades of haute couture shown in the three silhouettes the dresses feature.

“Working with innovative sustainable materials and ornate embellishment, the collection is a layering of references, shapes and textures topped off by intensely decorative accessories and deco-inspired bijoux,” said creative advisor at H&M Ann-Sofie Johansson to Vogue.

The face of the collection, Julia Restoin Roitfeld, praised both the collection’s ethical and black-tie-appropriate attributes. “It’s great to be able to have sustainable clothes that still look red-carpet ready,” she said.

According to the Daily Mail, gowns at H&M can be from £149.99 to £399. Designs include a modern A-line gown with ripped jacquard and Seventies-style piece with lace sleeves.

H&M gowns are still considerably cheaper than the average wedding dress, which according to the website costs £1,378.

Aside from the bridal collection, H&M also just launched their H&M Loves Coachella Collection with model Hailey Baldwin as the face of the new campaign.

The 19-year-old model shared her Coachelle fashion dos to H&M Life, “Definitely the essential festival kit: a great pair of denim shorts, lots of hair ties (!), and then shoes that I can happily trash [afterwards] and that I don’t mind if they get filthy.

H&M’s Conscious Collection will be available in approximately 180 stores worldwide and online starting April 7. More information about the new collection can be found at the H&M website .

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